Spring/summer 2019 lookbook

Designing the overall concept of Mainio’s spring/summer 2019 lookbook, graphic design & copywriting and defining the tone of voice.


The concept draws inspiration from sunny and carefree summer days. Straw hat, happy and light, let the summer be bright.

The tone of voice

The texts are playful, light and airy with an emphasis on affirming Mainio’s sustainability actions in a manner that fits the concept.

Photo credits: Mainio Clothing Oy/Riikka Kantinkoski 2018